Stylish Scandinavian Toyota Ad Takes You on a Journey Through the Driver's Life

Nostalgic Spot Underlines Reliability Throughout Your Life

Published on May 11, 2015

Editor's Pick

This pan-European Toyota ad created out of the Nordic market evokes a stylish nostalgia that's reminiscent of one of the region's other big exports: the "Scandi-noir" TV genre. Created out of Saatchi & Saatchi's Nordics offices and directed by Bacon's Koen Mortier, it features a man driving through various Scandinavian landscapes, but also through his own life, as photographs, film vignettes and other scenes from his life are interspresed with the present day. Throughout we are treated to a voiceover as if from the car, urging him to "take me for granted" -- as, like a reliable friend, it's always there for him throughout his life. The ad ends by telling us that Toyota was voted the most reliable car eight years in a row.